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Christina Aguilera Takes a Bow at Herald Square

Christina Aguilera rocked the Beauty Arcade at Macy?s Herald Square in Manhattan for the launch of her newest scent, Inspire.

Christina Aguilera rocked the Beauty Arcade at Macy’s Herald Square in Manhattan with the in-store appearance for the launch of her newest scent, Inspire.

It was the songstress’ first personal appearance for a fragrance and some 300 people lined up at the store Tuesday afternoon to have their bottles signed between 5 and 6 p.m.

“We had a very strong week at Herald Square,” said Donald Loftus, president and chief executive officer of Aguilera’s fragrance licensee, P&G Prestige Products Inc. “We had the biggest fragrance launch we’ve ever had there.” Loftus noted that Aguilera mobilized her huge fan base for the event. “She is incredibly talented, a delightful person and very gracious with the crowd,” he observed.

“It’s going to be very successful,” René Dominik, associate marketing director for lifestyle fragrances at P&G Prestige Products, said of Inspire. “A lot of customers were telling me they love the fragrance.”

Dominik noted that Aguilera had confirmed she will do a second personal appearance for the fragrance at Macy’s in Los Angeles in December.

P&G does not break out sales results, but industry sources estimate that Aguilera’s new fragrance generated about $50,000 in retail sales over the holiday weekend in the Herald Square flagship alone. Estimates were not available for the final tally at Tuesday’s appearance, but there was a sellout of 500 special $200 packs created for the event, according to sources.

Meanwhile, P&G was also launching its Dolce & Gabbana masterbrand, The One and The One for Men, in the Broadway side of the building.

Inspire, which is carried at about 1,000 doors — many of which are Macy’s with selected Dillard’s sprinkled in — is expected to remain in this distribution network until after the holidays, when it is to expand into wider distribution.
Plans call for Inspire to follow the distribution strategy used for a number of other companies’ celebrity scents and make its way into midtier retailers and eventually into mass market distribution in the next couple of years.